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When it comes to collecting insights from your school website, there is nothing more convenient and efficient than using Google Analytics. Google Analytics is a free web analytics service that allows you to see the historical data of your visitors’ behaviour whenever they access your school website. It is a valuable tool that can help you attract more website traffic, make your viewers stay longer and get more leads through online registrations.

School content marketing centres on creating, publishing and distributing content for your target audience as coined by Hubspot. This is often done to attract new customers online. Schools usually will execute this through blogs, enewsletters, social media channels, website SEO, video, ebooks or other gated content.

As with any marketing strategy, school content marketing has defined objectives. Commonly, these objectives include enrolment boosts, School Tour bookings, Open Day promotions or Prospectus request improvements. Here’s a reminder on how to promote and distribute content effectively.

Google analytics – it’s a powerful tool and one that is free at that. However, in a school environment, devoid of resources and time, you want to ensure your Google Analytics reports are providing both useful and actionable insights. Which metrics should your school be tracking and why?

Insights into the world of school marketing and communications, presented by Brad Entwistle and Andrew Sculthorpe. Brad and Scully discuss the idea that you shouldn’t use enrolments as a key performance indicator; the fact that Google and Facebook now control 20 percent of global media ad spend; how to show culture through your brand; interview Rita Kilroy, imageseven Senior Account Manager, on lead generation and inbound; removing inappropriate advertising from your brand the right way; and how to persuade your boss to fork out for your marketing training.

Insights into the world of school marketing and communications, presented by Brad Entwistle and Andrew Sculthorpe. Brad interviews Brian Massey, head of conversion optimisation agency, Conversion Sciences. Brad and Brian discuss the role of conversion optimisation for low traffic sites; the process for self-diagnosing conversion issues; how to identify issues on your website and how to rank them; and examples of generalising words to classify your site issues and determine major conversion problem areas.

Every day more schools are getting social in their marketing, but not everyone is getting the best ROI out of their social media strategy. But you can stand out from the crowd by using social media analytics to become more efficient and thereby optimise your social media efforts.

What results pop up when you type your school’s name into Google? If you’ve optimised your SEO, the first result should be your website, followed by other content you’ve generated such as blogs or social media posts. What conversations are taking place online about your school? Are you engaging in and driving the conversation? Have a well-considered SEO and content strategy to improve your Google ranking and ultimately direct people straight to your content.
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For schools that have a content marketing, or inbound marketing, strategy common question is how to take what you’re already doing to the next level. You’ve got your school’s inbound marketing program up and running, you’re creating great content and are pretty pleased with your search engine optimisation.

You’ve got the foundations of a great content marketing strategy, but to really get ahead of the competition, you need to be utilising analytics tools.

These tools, such as Google Analytics, can provide you with data on page views, content performance, and how website visitors are finding you, amongst other things.

The question for most school marketers then becomes: How do you use analytics to optimise your content? Well before you can do this, you’ll first need to understand how your audience consumes this content, which is a major benefit of using analytics.